Lady Gaga
M·A·C Cosmetics
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Lady Gaga loves her fans and ridiculous fashion. To raise awareness about AIDS and the M·A·C AIDS Fund, we combined both, giving Lady Gaga fans the opportunity to get closer than ever to their idol, actually printing their faces on one of her signature flamboyant outfits.

We asked fans to submit a self-portrait and spread awareness through Facebook, Twitter, or other social media. Lady Gaga then incorporated the participants’ self-portraits in a gown designed exclusively for her by fashion director Nicola Formichetti, and unveiled at Fashion Week, Paris. M·A·C AIDS Fund and Lady Gaga raised $24 million during the campaign period.

Year: 2011
Agency: Mother New York
CD: Bill Moulton, Nicke Bergström
Creatives: Gabriel Blidö, Susannah Sodergren
Production partner: B-reel